Case Study
4x Email Revenue During Black Friday How we skyrocketed our client’s email during Black Friday 2020, boasting a 4x increase of email revenue.
Email Revenue vs. Previous Months
Abandoned Cart Revenue Increase
Better Conversion Than Industry
Challenge
Low Revenue, No Preparation for Black Friday
When we took over this design and apparel brand, they were generating a bit more than $80,000 per month. It was October 2020, and we had to take advantage of the upcoming Black Friday and holiday season.
We didn’t know the potential of our new brand, since they hadn’t launched a proper Black Friday campaign before. We took on the challenge to increase their revenue — and oh boy! — did we achieve that.
Solution
2x Email Campaigns & Smart Segmentation
We knew that Black Friday is the highest-grossing period for every eCommerce brand and the audience is in a buying mode. That’s why we segmented the audience depending on their past behavior and doubled the frequency of email campaigns to capture more revenue. We also revamped the automated flows to reflect the holiday period in their messaging and visuals.
Strategy
Three moves for a record-breaking Black Friday
2x Email Campaigns
During November–December 2020, we sent 2x more emails than the client had sent during September–October. The holiday period is full of revenue-generating opportunities, so we capitalized on that big time.
Our messaging was targeted, simple, and emotion-based. We used stock scarcity and limited-time deals to boost sales. We also encouraged gifting and 1+1 offers.
Segmentation
To avoid subscriber fatigue, we segmented our client’s lists, so that each person only received a couple of highly targeted emails per week.
We also created a VIP list of subscribers who opted-in to get the best Black Friday and holiday deals first. Our smart personalization & segmentation boosted open, click, and conversion rates.
Automated Flows
For the holiday period, we revamped the automated flows to be more upbeat, emotional, and celebratory. Nobody wants to hang out with a Debbie Downer.
The automated flows highlighted the natural stock scarcity due to the holiday period and encouraged upsells & gifting.
Results
Email revenue quadrupled from October to November
Email Revenue
Abandoned Cart $ / Recipient
Conversion Rates
Our client’s email revenue quadrupled from October to November — 4.11x, to be exact.
Total Revenue Growth
Total revenue for October was $81,769. The November lift represented quite some growth across the board.
Flow Performance
All email flows brought in more bucks per recipient. The Abandoned Cart sequence boasted a 113% increase, while the Customer Thank You sequence more than doubled its revenue per recipient.
Industry Benchmarks
Most metrics beat peer group benchmarks from Klaviyo. Our conversion rate beat competitors by almost 2x — Zoronto outperformed 96–99% of competitors during Black Friday.
Impact
Growth that kept going after November
Our client’s growth didn’t stop in November. Their December sales kept pouring in, stabilizing to double the amount of revenue they used to get back in September and October.
Since then, their business has bloomed, with more recurring buyers than ever before!
You Could Be Next
Ready to unlock similar results for your brand?
Book a fit call and we’ll quickly determine whether you’re a match for a focused holiday email strategy built around your goals.